When it comes to search engine optimisation, discovering the correct keywords might be the difference between ranking on the primary page or being buried deep in search results. While tools like Ahrefs and SEMrush are nice for in-depth research, many marketers overlook probably the most powerful — and free — keyword discovery tools available: Google’s “People Also Search For” (PASF) feature.

PASF appears when a user clicks on a search outcome, then hits the back button to return to the search results. Google displays a small box under the original listing with a list of associated search queries. These aren’t just randomly generated solutions — they’re based on real consumer behavior and search patterns, making them a goldmine for uncovering hidden keyword opportunities.

Why PASF Keywords Are Valuable

The key energy of PASF lies in its ability to reveal keyword variations and associated topics that typical keyword research tools could miss. These keywords are user-generated in the sense that they mirror actual search behavior, not just algorithmic guesses. This makes them highly related and infrequently less competitive than primary or high-volume keywords.

Additionally, PASF keywords tend to signify totally different points in the buyer’s journey. While some may be informational (e.g., “how does search engine optimisation work”), others would possibly show more intent (e.g., “best search engine optimization agency close to me”). This range offers content creators the ability to tailor pages for every stage of the customer funnel.

How to Find PASF Keywords

You don’t want any special tools to seek out PASF keywords — just use Google search. Start by searching your essential keyword, click on a result, then press the back button. Google will show the “People Also Search For” box under that listing. Note the phrases listed and repeat the process with a number of listings and keyword variations.

For a more streamlined workflow, use a spreadsheet to track which keywords appear most frequently and which ones look promising in terms of topic relevance and person intent. This manual process might take time, however the depth of insight it provides is worth the effort.

Ways to Use PASF Keywords in Your search engine optimisation Strategy

Once you’ve compiled a list of PASF keywords, there are several efficient ways to use them:

Blog Topics and Content Ideas

PASF keywords are excellent starting points for new weblog posts. In the event you’re targeting a broad topic like “electronic mail marketing,” a PASF term resembling “email marketing for small enterprise” or “e-mail automation tools” could possibly be the idea for a more focused article.

On-Web page Optimization

Integrate PASF keywords into existing content. This would possibly imply updating headers, adding new sections, or simply sprinkling in relevant phrases to improve topical relevance. Doing so can improve rankings for long-tail queries without diluting your core focus.

Creating Help Content for Topic Clusters

PASF keywords usually naturally complement pillar content material strategies. Use them to create assist articles that link back to your fundamental pillar page. This strengthens your inside linking structure and increases your site’s topical authority.

Answering User Intent

Because PASF keywords come directly from consumer habits, they offer clues about what people truly wish to know. Craft your content to directly answer the implied questions or needs behind these queries, and you’ll improve user engagement and dwell time.

The Competitive Advantage

Most companies focus on high-quantity keywords which are obvious and saturated. By tapping into PASF, you achieve access to a layer of search habits that’s less explored but highly relevant. These terms might have lower search volume, but they often come with lower competition and more precise consumer intent — a perfect mixture for producing site visitors that converts.

Whether you’re a seasoned search engine optimization professional or just starting out, integrating Google’s “People Also Search For” into your keyword research process presents a easy but highly effective way to stay ahead of the competition and discover keyword opportunities others are missing.